NEWS


Birkenstock opens its first retail store in Milan


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irkenstock has opened a brand new flagship retail store in Milan, its first in the city following recent openings in


Rome and Verona. The new store in the Italian fashion capital is


located in the art district of Brera. Its interior is complemented by various elements that reflect the image of the popular sandals and take into account local design and cultural tradition. The opening is accompanied by a series of events and projects in collaboration with the design and cultural community of Milan. Spread across 120 square meters and two


floors, the store is reminiscent of Birkenstock’s signature footbed, with cork trim and wooden furniture dominating the neutral tones, rough textures and soft lighting. Interactive digital solutions allow visitors to delve deeper into the orthopaedic features of the brand’s collections and find styles that suit their needs. Select archival pieces, showcasing over 250


years of shoemaking tradition, are presented along the staircase leading to the upper floor. There, under the banner ‘Walk with me’, visitors encounter an interactive highlight: a “Footbed


Experience Booth” paired with a screen that takes users on a virtual stroll through the streets of Milan, with the floor simulating the terrain shown – “a captivating, tactile experience best enjoyed in one’s favourite Birkenstocks”, the brand said. “Opening our new store in Milan’s


Brera district is a strong reflection of our commitment to bringing Birkenstock’s core values – function, quality and tradition to our growing community of loyal consumers in Italy,” said Andrea Cannavò, Vice President Direct-to- Consumer & Membership EMEA. “With a uniquely crafted store design, we aim


to foster a more personal connection with our consumers – through immersive storytelling and experiences centred around the footbed, all set in an environment that blends our brand values with the vibrant spirit of Brera.”


London Shoe Show aims towards premium footwear T


he London Shoe Show, one of the UK’s finest trade events for the premium footwear sector, returns


on 31 August and 1 September 2025 at the ever-popular Copthorne Tara Hotel Kensington. Set in the heart of Central London,


the show will once again bring together retailers, buyers, merchandisers, and fashion professionals for two days of business, networking, and product discovery. Renowned for its exclusive yet relaxed


atmosphere, the London Shoe Show is a must-attend event for anyone involved in the footwear business. From independent boutiques to national chains, attendees will have the opportunity to preview new collections, place orders, and connect directly


with leading premium footwear brands from across Europe. The long-standing relationship between


the organisers and the Copthorne Tara Hotel allows the event to continue on previous years’ success. Hosted in The Skyview Suite, a single, spacious, airy and well-lit room, it allows for


Adidas reports ‘strong’ double-digit growth for Q2


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didas has reported strong performance in Q2 2025, with an eight per cent growth in overall


company revenue. The Adidas brand itself saw a 12 per cent increase in revenue, all against a backdrop of strategic store openings and a focus on local market adaptations. Several categories posted double-digit


footwear growth in the same period, most notably Running, Training, Sportswear, and Performance Basketball. “This growth in Q2 and the 14 per cent growth


for the first half year created enough leverage to almost deliver already now our mid-term target of a 10 per cent EBIT margin,” said Adidas CEO, Bjørn Gulden. “The 9.2 per cent EBIT margin in Q2 and 9.6


per cent for the first half is higher than we had initially planned and it is of course achieved due to increased revenue, a very strong gross margin and tighter cost control. “We still have a lot to improve and we are far


away from having optimised our business model. Our vision is to be close to the consumer and the local culture, have the right products and the relevant marketing for each market.”


customers and retailers to conveniently and efficiently meet with the brands allowing for a seamless experience for all attendees. Premium European footwear brands will be


showcasing their latest exciting collections ready for SS26 season, including: Ara, Hogl, Hassia, Nero Giardini, Wonders, Paul Green, Carmela & XTI, Peter Kaiser, Asportuguesas, Hispanitas, Alpe & Gaimo. This is a flexible event format open over two


full days for busy retailers to drop in at their leisure, and individual appointments will be available for tailored buyer-exhibitor meetings.


4 • FOOTWEAR TODAY • AUGUST 2025


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